Lloyds Bank: Save Well, Spend Better

Matt Delaney

Major UK bank, Lloyds, used ad-funded programming to get people talking about money and subsequently improve mental health.

Campaign details

Brand: Lloyds BankBrand owner: Lloyds Banking GroupAgencies: MediaCom UK, adam&eveDDBMarket: United KingdomIndustries: BanksMedia channels: Outdoor, out-of-home, TelevisionBudget: 500k - 1 million

Executive summary

We identified an opportunity to use ad-funded programming, the most demonstrative form of media possible, to get people talking about money – a proven way to improve one’s mental health.

Partnering the UK’s second biggest commercial broadcaster, Channel 4, and Britain’s largest relationship charity, Relate, we created a five-part series Save Well, Spend Better, and built an innovative ecosystem around it to...

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